Effect of tangibilization cues on consumer purchase intention in the social media context: Regulatory focus perspective and the moderating role of perceived trust

Chang, Kuo‐Chien; Hsu, Ya-Ti; Hsu, Chia‐Lin; Sung, Yung-Kun

doi:10.1016/j.tele.2019.101265

Cited by 31 publications

(26 citation statements)

References 83 publications

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“…This study hypothesizes that different regulatory focus may lead to differential effects during the influence of emotional labor on user stickiness, and the reasons are explained in the following two paragraphs. Chang et al (2019) showed through a study of online community members that individuals with different regulatory focus feel differently about the emotions of others and thus make different judgments. Users with prevention focus are cautious and vigilant, prefer self-protection strategies, and are highly guarded against negative outcomes (Higgins, 2000).…”

Section: Moderating Effect Of Regulatory Focusmentioning

confidence: 99%

“…Chang et al ( 2019 ) showed through a study of online community members that individuals with different regulatory focus feel differently about the emotions of others and thus make different judgments. Users with prevention focus are cautious and vigilant, prefer self-protection strategies, and are highly guarded against negative outcomes (Higgins, 2000 ).…”

Section: Theoretical Basis and Research Hypothesismentioning

confidence: 99%

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The Impact of Emotional Labor on User Stickiness in the Context of Livestreaming Service—Evidence From China

Shi

Zhu

2021

Front. Psychol.

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Improving the user stickiness becomes increasingly valued, due to the severe user churn of livestreaming services. Previous studies pay much attention to the influencing factors of technology on user stickiness, ignoring the emotional factors. This study examined the impact of the emotional labor of network anchors (deep acting vs. surface acting) on user stickiness in the context of livestreaming service. We extended prior findings in three ways. The results of Study 1 (i.e., questionnaire method, 305 livestreaming users, and 56.4% females) demonstrated that the emotional labor of network anchor positively influenced user stickiness, and immersion experience plays a mediating role. The results of Study 2 (i.e., situational simulation method, 203 volunteers, and 54.09% females) demonstrated that the deep acting strategies of emotional labor had a stronger effect when compared with surface acting strategies. The results of Study 3 (i.e., situational simulation method, 235 volunteers, and 51.9% females) demonstrated that the effect of emotional labor on user stickiness was stronger for the users with prevention focus compared with promotion focus. Based on the perspective of emotional labor, this study extends the previous research on user stickiness and is valuable for guiding the practice of livestreaming services.

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Section: Moderating Effect Of Regulatory Focusmentioning

confidence: 99%

Section: Theoretical Basis and Research Hypothesismentioning

confidence: 99%

The Impact of Emotional Labor on User Stickiness in the Context of Livestreaming Service—Evidence From China

Shi

Zhu

2021

Front. Psychol.

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“…Post hoc analysis confirms that the effect of regulatory fit on brand loyalty is consistent, regardless of whether regulatory focus is classified by individual or by country. This contributes to previous research that has called for the role of regulatory fit to be compared at different levels ( Chang et al, 2019 ).…”

Section: Discussionmentioning

confidence: 62%

Understanding the Relative Impact of Dual Identification on Brand Loyalty on Social Media: The Regulatory Fit Perspective in Different Cultures

Chen

2022

Front. Psychol.

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This study explorers whether the relative impacts of brand identification and identification with other users of brand pages on brand loyalty vary according to consumers’ regulatory focus. By integrating social identification theory with regulatory focus theory, this study adopts a dual identification framework to compare the differential impacts of promotion regulatory fit and prevention regulatory fit on brand loyalty. Besides, the moderating effects of product type on the relationship between promotion/prevention regulatory fit and brand loyalty are further investigated. Finally, this study uses different combinations of information technology (IT) affordances in order to examine their influences on each identification target. The current study adopts a qualitative methodology and involved conducting semi-structured interviews with 27 brand page users in regard to IT affordances and their subdimensions. The research model was empirically tested using a cross-country comparison of data collected from surveys conducted in China and the United States. The results support our hypotheses and confirm the differential effects of promotion and prevention regulatory fit on brand loyalty. Theoretically, our study enhances our understanding of the relative effect of dual identification on brand loyalty on social media. Practically, our study delivers insights for companies into how social media brand pages can be used as a strategic tool to achieve brand values.

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“…In addition, YouTube product reviews increase the personal connections with YouTubers [40], product presence, and product awareness [44], as perceived by the audience, which supports the implication of the parasocial interaction notion. However, in social commerce, trust dimensions (cognitive and affective) are crucial [45]. Parasocial interaction is an adequate predictor of trust in social marketing [10].…”

Section: Parasocial Interaction Horton and Wohlmentioning

confidence: 99%

Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm

Huang

Chen

et al. 2022

Human Behavior and Emerging Technologies

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Product reviews on YouTube have become highly beneficial to consumers’ decision-making, as they can help consumers judge and experience products before making purchases. Consequently, scholars and managers must understand consumer behaviors regarding product reviews and identify factors influencing consumers’ purchasing decisions. A novel contribution of the study is the introduction of a model based on the stimulus-organism-response paradigm that explains how sensory marketing and information adoption affect parasocial interaction, trust (cognitive and affective), and information usefulness that are correlated with consumers’ responses to stickiness, adoption, and purchase intentions. To empirically evaluate the proposed research model, we conducted an online survey of 611 participants who had purchased products based on YouTube product reviews. We performed data analysis using structural equation modelling and Smart-PLS software, and the results indicated that all hypotheses were supported except for parasocial interaction and information usefulness, which were rejected. This study could provide insights into the antecedents and consequences of purchase intentions in light of YouTube product reviews, thus contributing knowledge of online consumer behaviors to help managers understand consumer behaviors regarding social media and formulate marketing strategies.

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Effect of tangibilization cues on consumer purchase intention in the social media context: Regulatory focus perspective and the moderating role of perceived trust

Cited by 31 publications

References 83 publications

The Impact of Emotional Labor on User Stickiness in the Context of Livestreaming Service—Evidence From China

The Impact of Emotional Labor on User Stickiness in the Context of Livestreaming Service—Evidence From China

Understanding the Relative Impact of Dual Identification on Brand Loyalty on Social Media: The Regulatory Fit Perspective in Different Cultures

Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm

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